Culture and Brands

Qualitative & Quantitative research that studied the changing

culinary habits of Indian Women.
Qualitative Research – Critical Trends and then Quantified the
Habits & attitudes towards use of convenience products in the
kitchen.
Range of Indian and Western ready to use(R2U)
Pizza Toppings
Pasta Mixes
Butter chicken
gravies
R2U

 Prevalent in all SEC, but is highest among SEC A1 and

A2B1
 Use is lower among A1 and A1+ households because of
domestic help
 60% of SEC A2B1 women claimed to be using R2U
( both Indian & Western Sauces & mixes)
Use of Social Scientists

 Pentagon’s Human Terrain Systems(HTS) is made up of

social psychologist, sociologists & anthropologists
 Army Decision
 Targeting people by studying their culture & customs
 Profit Motive
Cont…
Misused of social science
East India Company
Projected sales – 7,00,000 Packets
Cause – Darken the skin over a Span of 25 years
15 years Back
What else Changed?
How come the Coloured water fellows did not warn of these
changes?
Why go Global?
What is cultural Distortion?
How conquest of culture made?
- East India Company
- Early settlers in America
- Corruption in African Tribes
Do you think Brands are doing same things now?
Disturbing Food Pattern, family Structures, Biological Pattern